Email Sequences: How to Turn New Contacts into Loyal Customers

Written By Lexi Wick

You’re Already Built for Email Marketing—Here’s How to Make It Work for You

If email marketing feels overwhelming or like just one more thing to figure out, you’re not alone. With so much advice out there and pressure to do everything, it’s hard to know what actually works.

But here’s the truth: email marketing is still one of the best ways to grow your business. You don’t need a big audience. You don’t need to send emails every day. And you don’t need to be a marketing expert to get results.

If you run a small business or do it all yourself, you’re already built for email marketing. You know your people. You know how to talk to them. Most importantly, they trust you.

In this post, I’ll show you why email marketing works—especially for small businesses—and how to use email sequences to build relationships, make sales, and stay connected with your audience without burning out. Set them up once, and they’ll keep working while you get back to the rest of your business.

Why Email Marketing Still Works

When someone joins your email list, they’re choosing to hear from you. That’s powerful. Unlike social media, where posts can get lost or ignored, email goes straight to their inbox.

It also feels more personal. You can write like yourself and build a real connection over time. And you don’t need a big audience to start seeing results—just a few people who care.

The best part? Your email list is something you own. You don’t have to worry about changing algorithms or platforms. You stay in control.

You’re Already Ready for Email Marketing

A lot of people think email marketing means fancy tools, huge email lists, and constant writing. But it doesn’t have to be that way.

You don’t need a huge list to get started—and a small one can still make an impact. What helps most is:

  • Subscribers who want to hear from you

  • Writing like a real person

  • Using your natural voice

Small business owners have an edge. You already know your people. You’re flexible. You care about what you do.

That’s exactly what makes email marketing work.

Where to Start: Email Sequences

One-time emails can be easy to ignore. But a smart email sequence helps people learn about your business over time. It builds trust and keeps your brand top-of-mind.

An email sequence is a set of emails that is sent automatically—either on a schedule or when someone takes an action (like signing up for your list). It’s like starting a conversation that keeps going without you having to do more work. 

The beauty of email sequences is that you don’t have to keep reinventing the wheel. You write them once, set them up to send automatically, and let them do the heavy lifting. This isn’t about adding more to your plate—it’s about clearing space.

Here are four types of email sequences to start with:

1. The Welcome Sequence (First Impressions Matter)

When someone signs up for your list, this is your chance to make them feel seen and excited. A welcome sequence introduces your brand, builds connection, and makes sure they don’t forget you.

What to Send:

  • Email 1: Say hello and let them know what to expect

  • Email 2: Share your story and what you believe in

  • Email 3: Give a free tip, resource, or helpful idea

  • Email 4: Gently introduce your product or service

📊 Research-Backed Tip: Welcome emails have an average open rate of 50%, making them 86% more effective than standard newsletters (Invesp, 2018).

2. The Nurture Sequence (Build Trust Over Time)

Not everyone will buy from you right away—and that’s okay. A nurture sequence is for people who are still learning about you. These emails help build trust, answer questions, and keep your business on their mind. And once they’re set up, they keep doing that work for you—so you're not scrambling to follow up with everyone one by one.

What to Send:

  • Answer common questions

  • Share stories or testimonials

  • Teach something small and helpful

  • Clear up doubts or hesitations

📊 Research-Backed Tip: Marketers have seen a 760% increase in revenue from segmented campaigns (Campaign Monitor, 2019).

3. The Sales Sequence (Guide People to “Yes”)

This sequence is for people who may be ready to buy or book your services—or just need a little more information to feel confident. A sales sequence shows the value of your offer and helps make the decision easier, without pressure.

What to Send:

  • Email 1: Share proof your offer works (testimonials, examples)

  • Email 2: Explain how it helps (focus on benefits, not just features)

  • Email 3: Offer a limited-time deal or bonus

  • Email 4: Send a final reminder or last call

This is where automation really pays off. Instead of chasing leads, your emails can guide people through a clear path to purchase—again and again.

📊 Research-Backed Tip: Including one clear call to action (CTA) in emails can boost clicks by 371% and sales by 1,617% (Mixpanel, 2022).

4. The Re-Engagement Sequence (Win Back Quiet Subscribers)

Not everyone will stay engaged forever—but some just need a reason to come back. A re-engagement sequence invites quiet subscribers to take another look and reminds them why they joined you in the first place.

What to Send:

  • Share a quick reminder of your value and invite them back in

  • Offer a discount, bonus, or early access to something new

  • Share news or updates they may have missed

📊 Research-Backed Tip: Re-engagement emails have a 24% read rate among previously disengaged subscribers (EmailUplers, n.d.).

How to Fine-Tune Your Email Sequences

Once your sequences are in place and running smoothly, here’s how to make them even more effective:

  • 💡 Test One Thing at a Time – Try changing your subject line, call to action, or send time. Small changes can make a big difference.

  • 🎨 Personalize Where It Matters – Use their name, mention what they signed up for, or tailor content to their interests.

  • 🔍 Make Your Subject Lines Clear and Catchy – Your reader should know what’s inside and why it matters to them.

  • 🔄 Pay Attention to What Works – Look at open rates, clicks, and replies. Use that info to keep improving.

Even small adjustments can help you connect more deeply, keep your list engaged, and increase results over time.

Final Thoughts: Just Get Started

You don’t have to do it all at once. You don’t have to be perfect. You just have to start.

Email marketing is about showing up with honesty and care. Once your sequences are in place, they’ll keep working for you.

Start with one sequence. Keep it simple. Speak like yourself.

You’re already built for email marketing—now you know how to get started.

Want Help with Your Email Sequences?

I write email sequences that build trust and drive results. If you’re ready to grow your list, boost engagement, or make your welcome emails shine, I’d love to help.

📩 Reach out—I’m offering free strategy calls this month for small businesses ready to get started.

References

Campaign Monitor. (n.d.). 24 Email marketing stats you need to know. https://www.campaignmonitor.com/resources/infographics/24-email-marketing-stats-need-know

EmailUplers. (n.d.). Re-engagement emails infographic. https://email.uplers.com/infographics/re-engagement-emails

Invesp. (2018, October 25). Important welcome email statistics and trends. https://www.invespcro.com/blog/welcome-emails

Litmus. (2024, December 13). Email marketing trends for 2025: Insights to elevate every send. https://www.litmus.com/blog/trends-in-email-marketing

Mixpanel. (2020, January 22). How to optimize your call to action. https://mixpanel.com/blog/optimizing-call-to-action

Lexi Wick